Yamaha to Launch Their Own eMTB Lineup - Pinkbike
We've heard many anecdotal stories about eMTB users often coming from the motorcycle world, and Yamaha is clearly taking aim at those riders who will recognize a familiar name. It is possible that motorcycle brands like Yamaha will come in and eat traditional bike manufacturers' lunch with eMTBs. Surely Yamaha has some competitive advantages over the companies that they supply motors to, but will they bring enough bike experience to the table to create a compelling offering?
Another major question will be on pricing, which is yet to be announced. Yes, the familiar refrain of "I could buy a motorcycle for that" could ring out—more ironically than usual; but it is possible that Yamaha's economies of scale and production efficiencies could result in lower, disruptive prices.Their focus here is clearly the US market, where many feel that eMTBs could threaten trail access. While some eMTB manufacturers that are selling in North America have chosen to not address trail access issues, it seems likely that Yamaha will work to help safeguard our sport's most important resource. Conversely, Yamaha being a motorcycle company may fan the flames of opposition to eMTB access.No word yet on distribution channels, but we expect Yamaha to open accounts in traditional IBDs as well as leverage their existing dealer network.Will they bring a motorcycle-influenced approach (KYB? Öhlins?) to their suspension? Will they use the same motor technology they offer to other bike manufacturers? Will they make non-electric bikes as well? Yamaha were tight-lipped about their plans, but with Interbike just days away we're sure to get some answers soon.Press release below.
About Yamaha Motor Corp., USA Yamaha Motor Corporation, USA, (YMUS) headquartered in Cypress, Calif., since its incorporation in 1976, is a leader in the outdoor recreation market. The company’s ever-expanding product offerings include Power Assist Bicycles, ATV and Side-by-Side vehicles, motorcycles, outboard motors, personal watercraft, snowmobiles, boats, outdoor power equipment, accessories, apparel and much more. Yamaha also has facilities in Wisconsin and Georgia, as well as factory operations in Tennessee and Georgia. For more information on Yamaha Power Assist Bicycles, visit www.yamahabicycles.com.